Case Studies on Marketing Management

10

SELCO^*

Marketing Renewable Energy Products to the Bottom of the Pyramid

Dr Harish Hande, a Ramon Magsaysay Award winner of 2011¹ and a pioneer in the field of solar energy field in India, also boasts of an undergraduate IIT (Indian Institute of Technology) degree, with a post graduation degree in energy engineering (solar specialty) from the University of Massachusetts. He often jokingly mentions that he is a fully subsidized product of Indian and US tax payers.² After completing his education, the ‘subsidized product’ saw some very poor people using solar power for lighting systems. He wondered whether renewable solar energy would be a viable option in India?³ Soon after this incident, he met another pioneer in the field of solar energy, ...